What Super Bowl Ads Teach Us About On-Hold Marketing

The Clydesdale ad from Anheuser-Busch was the winner in USAToday's Ad Meter competition among Super Bowl commercials.

Well, another Super Bowl is in the books. One winner from last night is clear, as the Baltimore Ravens beat the San Francisco 49ers, 34-31, to claim the Vince Lombardi Trophy.

The second winner of the night is still being debated over water coolers everywhere this morning. Which commercial scored the most points with viewers? According to USAToday’s Ad Meter, Anheuser-Busch won with its Clydesdale ad, narrowly beating out Tide and “The Miracle Stain.”

What started out as a championship football game has become a television spectacular with three main events: the commercials, the halftime show, and, oh yeah, the game itself.

Surveys show that 7 out of every 1,000 Super Bowl viewers change the channel during commercial breaks. That’s about 5 times less than the average for all TV viewers. And when you factor in the fact that every 30-second slot in the Super Bowl costs about $4 million, you can see why the commercials are a big deal for all the advertisers who get into the game.

On-hold marketing is a much more affordable way to target your best customers and prospects. And some of the things that make a great Super Bowl ad can make your on-hold messages just as memorable.

The first thing we learned last night, thanks to the power outage at the Mercedes-Benz Superdome, is that waiting is inevitable, so plan on keeping people engaged and entertained while they wait.

Branding: Regardless of whether you agree with its methods, GoDaddy established its brand personality in a big way through Super Bowl spots featuring Danica Patrick and the other GoDaddy girls. Admit it, that’s the first thing you thought of when I mentioned GoDaddy. Your brand has a unique personality, too. Let it shine on hold through the language, voice talent and background music you choose. Don’t be afraid to let callers know who you are and what you are all about.

Creativity: This is where advertisers are constantly upping their game. No ordinary commercial will do on this grand stage. Volkswagen’s “The Force” commercial from 2010 is one of the most viewed Super Bowl commercials of all time. Companies hire A-list directors and actors to make their Super Bowl commercials more about telling a memorable story than selling a product. In the same way, On Hold Company’s creative team can help you tell a story on hold that will make you remembered by your callers.

Freshness: The Super Bowl has become the place for companies to make debuts: whether they be new products or new advertising characters. Super Bowl advertising has become such a game of one-upsmanship that no company runs just “any old ad.” Some companies even teased us for weeks with sneak peeks at the new commercials. Your on-hold message needs to be updated frequently to stay ahead of your competition.

On Hold Company’s team has everything you need to get into the on-hold marketing game and crush your competition. And we can help you get started today.

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